Who we are:

Come join an amazing team!

WVIA is the PBS and NPR affiliate serving over 22 counties in northeastern and central Pennsylvania. For over 50 years WVIA has been committed to serving the people by offering informational, educational, and entertaining content that enriches and expands viewpoints and serves as a catalyst for positive change. WVIA television channels include WVIA TV, WVIA PBS Kids 24/7, and WVIA Create. WVIA’s radio channels include WVIA Radio, WVIA HD2 and the Chiaroscuro Channel. WVIA’s programs can also be found streaming live and on-demand on wvia.org and the WVIA app. We are located in Pittston, PA, just minutes from Interstate 81 and the Pennsylvania Turnpike.

What is the role?

We have an outstanding new opportunity for a Senior Director of Audience Development & Growth. This is a full-time role that reports to our Chief Content Officer. This new role is responsible for introducing WVIA content to new listeners, viewers, and readers and build loyalty with its existing audience. This role leads the development and implementation of a content distribution strategy, centered around the WVIA Mission and Values, that will extend the reach and amplification across our multiple platforms.

What are some key role responsibilities?

• Develop and execute comprehensive audience development strategies to increase and retain audiences across all platforms and channels
• Lead and manage digital, marketing and social media teams to align with audience development goals; expand and improve the team through key hires and partnerships and launch growth plans
• Collaborate across departments to create engaging content and user experiences that foster engagement, build habit and create loyalty for new and existing audiences
• Analyze audience metrics to measure the effectiveness of audience development initiatives and identify areas for improvement
• Collaborate with internal teams to identify and pursue new audience acquisition opportunities and audience development opportunities through partnerships, sponsorships, and by maximizing the impact of fundraising campaigns.
• Collaborate cross-functionally with key stakeholders including Editorial, Content, and Programming, to develop and execute data-driven audience growth plans that are consistent with the WVIA mission across a variety of platforms
• Drive early growth marketing efforts through lead generation, social and email channels

Who succeeds in this role?

Our ideal candidate possesses the following characteristics:

• Proven leadership experience in team management and growth marketing
• Proven experience leading cross-functional teams and executing successful audience development initiatives
• Experience in budget management and allocation, with the ability to prioritize and allocate resources effectively to meet goals
• Strong analytical skills, with experience using data to inform decisions and drive results
• Entrepreneurial, digitally savvy, with exceptional analytical, quantitative, problem-solving, and critical thinking skills
• Must possess a passion for leveraging traditional and digital media channels to meet the needs and interests of the community
• Excellent written and verbal communication skills, with the ability to clearly convey complex concepts and present to senior leaders and stakeholders
• Ability to stay up to date on industry trends, emerging technologies, and best practices to continually improve audience development strategies
• Strong project management skills, with the ability to manage multiple initiatives and priorities simultaneously
• Strong knowledge of digital marketing and data analysis, including experience with SEO, social media, and email marketing
• Ability to develop and implement strategic audience development plans to drive growth, engagement, and conversion
• Knowledge of the media landscape, including emerging trends and technologies, and the ability to apply them to WVIA's audience development efforts
• Must be a team player with the ability to work across departments

Candidates must be able to pass a pre-employment drug test and criminal background check, as well as demonstrate proof of the COVID-19 vaccination.

What are the job requirements?

• Bachelor's degree in Marketing, Communications, or a related field required
• Master's degree preferred
• 10 years of experience in audience development and growth with a proven track record in media or related industry

What are some of the benefits at WVIA?

• A competitive base salary
• A low-cost medical plan with a Health Reimbursement Account
• A dental plan with orthodontics
• A retirement plan with a company match
• Company paid disability and life insurance, including buy-up options
• Generous paid time off, including 14 paid holidays each year
• Ability to work-from-home up to two days per week
• Amazing colleagues who believe in the mission of WVIA in service to our members

WVIA is an Equal Opportunity Employer and does not discriminate in employment practices based on any protected category. Minority groups are encouraged to apply. Upon request, reasonable accommodations in the application process will be provided to those with disabilities.

No phone calls please. Due to the volume of resumes received, only qualified applicants will be contacted.